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skEdit-marketing plan for new android app
- 1. MARKETING PLAN FOR A NEW ANDROID APP skEdit Makes your life easy
- 2. Executive Summary Situation Analysis Goal Strategy Tactics Implementation AGENDA
- 4. skEdit is an app which provides ability to people to scan documents, converted scanned documents into pdf format using mobile’s camera.
- 5. for Using skEdit people can also access their scanned documents from anywhere through web,share with their friends. for for for
- 7. College students spend lot of their time to xerox notes and scan documents
- 8. Average Americans spends one year of their life looking for lost or misplaced items. US News and World Report
- 9. The typical executive wastes 150 hours a year (almost an entire month), searching for lost information. For someone earning $50,000 a year, this loss is equivalent to $3,842 annually. Forbes ASAP
- 10. The average office employee spends 1.5 hours a day (6 weeks per year) looking for things.OrganizedWorld.com
- 11. skEdit offers a simple solution to these problem by giving them ability to scan important notes ,documents receipts using their mobile. They can also convert these scanned documents into required formats like pdf
- 13. SWOT ANALYSIS Strength Weakness 1)New features such as being able to access from anywhere. 2)Innovation and technology competence. 3)Advance advertising and promotion. 1)Already Presence of strong brands in market. 2)Lack of funds for extensive advertising. OPPORTUNITY Threats 1)Huge untapped customer base. 2) presence of expandable storage leading to a greater number of regularly used apps 1)Cut throat competition. 2)Threat of new entrants. 3)Reaching target market is do or die situation
- 15. College Students 54% Young professionals 32% Common house hold people 12% Others 2%
- 16. Mobile App Analysis Parameter Genius scan Office Lens Scanbot Rating 4.2 4.6 4.1 Downloads 1,000,000 - 5,000,000 1,000,000 - 5,000,000 1,000,000 - 5,000,000
- 18. Target customers 1)college students and PhD students who constantly need to work with lot of documents and work on them. 2)employees and researchers who need to carry a lot of documents,bills,orders etcs.. 3)this can also be used by almost every one to scan recipts from shopping,bills etc...for future reference.
- 19. This segment is: Measurable: Size, purchasing power and characteristics can be measured Substantial: Large and profitable enough to serve Accessible: Can be effectively reached and served Differentiable: Responds differently to different marketing mix elements Actionable: Effective programs can be formulated to attract it and serve it
- 20. 123 GOAL(1 year)
- 21. Conversion rate of at least 12 percent Minimum 1million+ premium users on board at the end of first fiscal year
- 22. 123 STRATEGY
- 26. Target market 1)college students and PhD students who constantly need to work with lot of documents and work on them. 2)employees and researchers who need to carry a lot of documents,bills,orders etcs.. 3)this can also be used by almost every one to scan recipts from shopping,bills etc...for future reference.
- 28. Social media sites like Facebook, Twitter, Instagram, LinkedIn, Whatsapp via which the content of the app will be consumed Brands/companies who’ll sponsor the app or advertise their products/services through display ads, sponsored posts and advertorials on the app
- 30. Points of parity 1)A magnifying glass to adjust precisely the document border 2)PDF files that you export can now be protected with a password 3)Smart Document Names allow automatic document naming with flexibility 4)Tags help you organize and find documents efficiently 5)A passcode lock to keep your scans safe
- 31. Points of difference 1)we can access all previously scanned documents from anywhere apart from app by just logging in to the app website. 2)convert multiple scanned documents into single pdf file.
- 32. Economic Context The global app economy was worth $ 53Bn in 2012, and expected to rise to $ 143Bn in 2016. As part of our new Developer Economics: App Economy Forecasts 2013- 2016 report, Senior Analyst, Andreas Pappas, examines developer population, platforms, revenues, and revenue models and shows how app store sales are just a small part of the app economy.
- 33. Economic Context In 2012, the global app economy accounted for 18% of the combined app services & handset market. We estimate that by 2016 the contribution of the app market will rise to 33% of the combined market, equivalent to half of the handset market.
- 34. Technological Context There are 167 million Smartphone users and 352 million Internet subscribers as of 2015 By 2017, India will have more than 250 million Smartphones Inexpensive Smartphones and rollout of 3G and 4G broadband infrastructure are rapidly coming together to democratise online access
- 35. Socio-cultural Context Now a days.... College students and employees are in are almost continuously in a situation that needs scanning and saving documents , making xerox of notes Rural consumers are gaining access to low- cost Smartphones and low rates of data- plans, broadening the industry’s target segment
- 36. Regulatory Context Mobile’s camera should be at least 8 megapixel to be able to scan
- 38. To Customers To Collaborators Scan receipts, notes, documents and convert them to various formats With an upgrade, you can edit scanned documents ,share them with others and access your documents from anywhere using your login id and password from our website A well-managed, rapidly growing app with new downloads everyday Successfully competing with other major players in the industry A large and diverse user-base To Company To employees:-Positive work environment, good pay, growth potential, opportunity to pursue interests, job security To investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user-base, high ROI
- 39. 123 TACTICS
- 40. 5.1 Product
- 41. Free features 1)People can scan document, receipts ,notes, using mobile’s camera. 2)People can convert scanned document into pdf/jpeg format. 3)People merge multiple scanned documents into single pdf file. 4)A magnifying glass to adjust precisely the document border.
- 42. premium features 1)They can share scanned documents with their friends. 2)PDF files that you export can now be protected with a password 3)A passcode lock to keep your scans safe
- 43. premium features 5)we will provide login-id using which they can access their scanned documents by logging into their account through website.
- 44. 5.2 Brand
- 45. Name and Slogan • skEdit • Makes your life easy Meaning • “skEdit” word is combination of two words “scan”+”edit”.Which exactly defines what product is. Attributes • Makes life easy • Saves you from having to carry loads of paper. • Saves you from searching lost receipts when lost.
- 46. 5.3 Price
- 47. price:6.99$ this price is less than the amount spent by targeted segment scanning their documents and we are providing a lot more additional useful features and it will be affordable by targeted segment.
- 49. 1)featuring in Social Media groups and communities, 2)promote the app through promo video 3)Shout out on social channels 4)Contact Tech and app Review bloggers 5)Ask user to rate and share
- 50. we will create videos under names like "funny video about struggles of every college student/phd student/researcher"- featuring various funny mistakes people during the project work such as forgetting to bring in the required documnet,how many documents they need to study and people often scanning documents before doing necessary corrections and in end we will offer a simple solution to all their problems-"skEdit".
- 51. funny video on everyday struggles" featuring struggles of people who often misplaces bills and receipts in end we will offer a simple solution to all their problems-"skEdit". by sharing these videos on socialnetworking sites.
- 52. we will go to local universities and promote it by explaining how awsome and easy to use our product is.
- 53. 5.5 Distribution
- 57. Organisational Structure (Departmentalization by Function) CEO Technology Department Marketing Department Business Development Department Finance Department Public Relations Department Customer Department App Development Head Analytics Head Promotions Head Distribution Head BD Head Finance Head Employee Relations Head Investor Relations Head Customer Care Head CRM Head
- 58. 6.2 Processes
- 59. Processes involved in implementing the strategy and tactics are:- Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research Analysing Consumer Markets Analysing Business Markets Defining the Android App’s mission: Identifying core competencies and choosing value Identifying Market segments and targets and crafting the Market Positioning Setting up Strategic Business Unit Setting Product Strategy Developing Pricing Strategies and Programs Designing and Managing Integrated Marketing Channels Designing and Managing Integrated Marketing Communications Managing a holistic Marketing Organisation for the long run Processes involved in implementing the strategy and tactics are:-
- 60. •Schedule •6.3
- 62. Thank you
- 63. Created by Kolagani Harichandana,NIT Raipur,during a marketing internship under Prof.Sameer Mathur,IIM Lucknow. K.Harichandana Prof.Sameer Mathur DISCLAIMER